泰國B2C電子商務市場之產業結構研究

Abstract

本研究針對泰國B2C電子商務市場為研究對象，探討其產業現況以及產業結構，並以SCP績效模型與產業專家訪談分析產業的基本市場條件、市場結構、廠商行為與營運績效之間之關聯性。本研究發現2012年至2016年之泰國的市場集中度有提高的趨勢，並提高了產業內的廠商營運成本，主要展現在行銷預算、金流與物流的建置成本；有集團經營背景或經濟規模大的平台廠商較具有營運優勢，市佔率成長率快，中小型的廠商則會選擇轉而進入C2C平台或是退出市場，退出成本的提高也展現在近年的整併趨勢中。根據優勢廠商之營運策略共同性，歸結出關鍵成功要素為金流、物流與客服的完善系統；以及多元的品牌與頻繁的促銷。本研究因此建議產業內現存廠商需要改善資源的整合性，以及服務的效率；對於欲進入的廠商，辨別進入之目的，則需注意能投入的資本規模，以及適合進入之利基市場。

This thesis investigates the industrial structure of B2C electronic commerce market in Thailand. Based on the SCP Model and supported with expert interviews, we explore and evaluate the interactive relationships among the structure of the B2C e-commerce market, critical conducts of major B2C e-commerce players and the operating performance of the overall industry. Our research found that the market concentration of the focal industry has significantly increased from 2012 to 2016 and elevated the level of operating costs of major players in the industry, mainly in the marketing expenses and the implementation costs for efficient logistics and payment systems. Companies owned by conglomerates or with large economy scale have gained more advantages and grown faster in terms of market share during the past years. On the contrary, those companies with small or medium scale would choose to exit the industry or turn to operate at a C2C platform. Our study also found the consolidation has emerged due to the increasing exit costs of the industry. Based on the structural analysis, the present study concludes two key success factors, including service capabilities in logistics, payment, and customer service systems, and diversified brands and frequent promotion. We therefore suggest incumbent firms to further improve resource integration and enhance service efficiency so that competitiveness can be sustained. For those potential entrants, clear goal for the entry and cautiously considering entry decision and choosing appropriate niche market for initial entry may be helpful for their survival. Implications and suggestions for future studies are also provided.